As a part of “Missing Persons Week,” the agency bought pre-roll that turned ads into interactive missing persons posters.

To make sure that viewers engaged rather than zoned out, VML swapped the “Skip” button with two options: Yes, they have seen the missing person recently, or “No I haven’t.” VML also used geo-location targeting to show viewers people who were last seen at a nearby location.

While there are no reports that a missing person has been found yet, 238 out of 1.2 million viewers clicked that they saw a missing person five days into the campaign. That creates new leads for the police.